St Austell Brewery targets shelf presence with new beer bottles

St Austell Brewery has unveiled new bottle designs and logos for its Tribute, Korev and Proper Job beers in the UK.

The 500ml bottles have ‘St Austell’ embossed on the neck, updated labels to celebrate the brand’s heritage and are more lightweight than the previous range.

The overhaul of the bottles follows the launch of the brewery’s biggest ever marketing campaign for its flagship beer Tribute.

St Austell Brewery marketing and communications director Jeremy Mitchell said: “As part of the design process, we looked at the brewery’s history and wanted to celebrate what makes St Austell Brewery so unique. To help create standout, the new branding encapsulates all the attributes that we’re proud of: passion, heritage, independence and quality ingredients.

“To create stronger shelf presence, the new bottles are higher, and each beer has a bespoke label around the top which alludes to the characteristics of the brand. The bottles celebrate our history at the same time as carrying a bold new contemporary look.”

Brighton-based CookChick was appointed as the lead design agency to undertake the brand and packaging overhaul.

CookChick director Lee Cook said: “This has been a really great project for us to be involved with. St Austell Brewery is fiercely proud of its Cornish origins and brewing history – and quite rightly so. Our approach was to galvanise this knowledge and integrity and bring out a more innovative approach on the new labels. We’re thrilled with the end result.”